Post on 17-Oct-2014
description
Social CRM Strategie
Hans Molenaar
Wil Wurtz, 2010
Hans Molenaar
Marketing Wetenschapsprijs
Wil Wurtz, 2010
Wil Wurtz, 2010
Beeckestijn Business Schoolwww.beeckestijn.org
Beeckestijn is een opleidingsinstituut met 20 jaar ervaring op het gebied van klantgericht management en innovatieve marketing / communicatie
Beeckestijn bundelt kennis uit bedrijfsleven en wetenschap Korte praktijkgerichte opleidingen Max 4 maanden Voor professionals, door professionals
Non scholae sed vitae discimus
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Wil Wurtz, 2010
Opleidingen Beeckestijn
CRM en klantgericht Management (post HBO en Post Doc)
Digital Marketing & E-commerce (post HBO en Post Doc)
Nima eMarketing-b
Postdoctorale leergang Customer Experience & Multi Channel Management
Post HBO Leergang Social Media
Post HBO Cross Media
Post HBO Sales Management
Post HBO Contact Center Management
Post HBO Customer Service Management
Post HBO Leergang Online Communication & Social PR
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Wil Wurtz, 2010
Agenda
Social CRM
Klantgestuurde organisaties
Hoe om te gaan met Social CRM strategie
“The purpose of a business is to create and keep a customer”
Peter Drucker, 1954(The Practice of Management)
MAAR WAT HEBBEN WE GEDAAN ?
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Social Customer
The new Social
Customer
Uses new online
channels and new
communication tools
Trusts in advices made by
online acquaintanc
es and strangers
Tends to buy more
online than offline
Wants to provide
feedback about the
product and customer service
Expects better
customer experience
Reads and creates product reviews, product
rankings and blog posts
Seeks support to
connect with like-minded peers
Bron: Fabio Cipriani
Evolution of Organizational Mindset
Innovation comes from one specialized source within the company (innovation group)
Frontline employees communicate targeted messages for transactional operations
• Innovation is gathered from all employees as they are closely connected to the final customer and to each other via internal web 2.0 tools. Customers are in the center of the innovation cycle.
• Frontline and non frontline employees engage conversations including new customers in the context and rerouting conversations. New set of employee skills needed.
!
!!
InteractionConversationContribution
!
TransactionFeedback
Employee Customer Employees Customers
CRM 1.0CRM 2.0
Bron: Fabio Cipriani
Evolution of the CRM landscape
Focus on individual relationship (company to customer, company to partner, etc.)
Limited view of the customer and his community preferences, habits, etc.
Targeted messages generate value
Customer
•Focus on collaborative relationship (engaging a more complex relationship network)
•Multiple connections allow better understanding of the customer and his community
•Conversation generates value
Your company
Competitor Supplier / Partner
Customer Customer
CustomerCustomer
Customer Customer
Customer
Your company
Competitor Supplier / Partner
Customer Customer
CustomerCustomer
Customer Customer
Customer
Customer
Customer Customer
Customer Customer
CRM 1.0 Social CRM Bron: Fabio Cipriani
Wil Wurtz, 2010
Media
communicatie
ExtendedEnterprise
MassCollaboration
Industrial AgeCorporation
Value Creation
Critical ResourcesPhysicalFinancial
Knowledge
Self-Organization
TraditionalHierarchy
BusinessWebs
Klantgerichte organisatieKlantgerichte organisatie
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Management
Sales
Finance
Service
R&D
Marketing
Klanten
Bron: Wil Wurtz
Sociale netwerken
Management
Sales
Finance
Service
R&D
Marketing
Klanten
Bron: Wil Wurtz
“The purpose of a business is to create a customer, who create customers”
Shiv Singh (Razorfish), 2010
Klanten
Klanten
Klanten
Klanten
Klanten
Klanten
Social CRM: klantgestuurd
Management
Sales
Finance
Service
R&D
Marketing
Bron: Wil Wurtz
Klanten
Klanten
Klanten
Klanten
Klanten
Klanten
Klantgestuurde organisatie
R & D
1. Individual businesses or sites that channel the power of online crowds
2. Brand-sponsored initiatives or forums that depend on crowdsourcing. I've included those that are no longer active as well, for reference.
3. Brand initiatives that allow users to customise their products
4. Brand-sponsored competitions/challenges focussed on crowdsourcing
Bron: Anjali Ramachandran
http://crowdsourcingexamples.pbworks.com/
Klantgestuurde Productontwikkeling
Klanten
Klanten
Klanten
Klanten
Klanten
Klanten
Klantgestuurde marketing
Marketing
Bron: Wil Wurtz
Klantgestuurde Marketing
Reviews
Tell-a-friend
Buzz marketing
Word-of-mouth marketing
Referral marketing
Klantgestuurde Sales: reviews
Gestuurde referenties Spontane referenties
Klanten
Klanten
Klanten
Klanten
Klanten
Klanten
Klantgestuurde organisatie
Sales
Klantgestuurde sales
Klanten
Klanten
Klanten
Klanten
Klanten
Klanten
Klantgestuurde service
Service
Klantgestuurde Service
Prosumers
SOCIAL SERVICE, MARKETING EN SALES
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Wil Wurtz, 2010
HOE GAAN BEDRIJVEN OM MET SOCIAL CRM STRATEGIE ?
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HOE KOMEN WE TOT EEN SOCIAL CRM STRATEGIE ?
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VERSCHILLENDE MOGELIJKHEDEN
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Wil Wurtz, 2010
3 mogelijkheden
De Gartner manier
De Strategische Planning manier
De gewoon doen manier
DE GARTNER MANIER
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VANUIT STRATEGIE MANIER
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Wil Wurtz, 2010
Componenten Social CRM Plan
Businessobjectives
1. From business objectives to
customer objectives
2. Define social CRM strategy
3. Implement social CRM plan
4. Profile, measure,Improve
Evaluate social media performance
AssessSocial media
marketplace
Define social mediavalue proposition
Define social media mix
Implement customer experience on social
mediaExecute social CRM
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WAT WILLEN WE NU EIGENLIJK ?
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Werven
Behouden
Onderhouden Ontmoedigen
Ontwikkelen
Reactiveren
Klantdoelen
Wil Wurtz, 2010
Voorbeelden SMART Social CRM doelstellingen
Door co-creatie 8 productontwikkelingsideeen per half jaar
Migreer 40% van de klanten naar klantcommunity
Minstens 650 likes op facebook
3% van de klanten participeert actief op weblog
Reageren op alle klachten op twitter binnen 8 uur
Verloop deelnemers op klant community minder dan 15% op jaarbasis
Verbeter klantenservice door 30% van de service door klanten zelf af te laten handelen (klanten helpen elkaar)
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DE GEWOON DOEN MANIER
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Social CRM & Doen
Fase 1: Luisteren
Fase 2: Conversaties
Fase 3: Social Service, Sales en Marketing
SUCCES MET UW KEUZE
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MOCHT U MEER WILLEN WETEN OVER CRM OF CUSTOMER EXPERIENCE MANAGEMENT DAN BENT U VAN HARTE WELKOM OP ONZE PROEFCOLLEGES OF CLINICS VOOR MEER INFORMATIE ZIE WWW.BEECKESTIJN.ORG
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Contact
Hans Molenaar
hmolenaar@beeckestijn.org
Beeckestijn Business School
Postbus 333
3830 AJ Utrecht
T +31 (0)88-472 22 30
F +31 (0)84-220 79 87
E info@beeckestijn.org
W www.beeckestijn.org